The aim of this paper is to understand consumer online purchase intention of groceries. It examines how brand preference, shopping convenience, and adoption level influence purchase intention, and to identify market segmentation of online groceries in Jakarta; the three independent variables are used as segmentation basis. This is an associative-descriptive research based on a survey of 200 respondents in Jakarta. Data is analysed using linear regression and cluster analysis. The results show brand preference, shopping convenience, and consumer adoption level significantly influence purchase intention. Using these independent variables, this research categorised four groups of online shoppers in Jakarta that consist of trail blazer that can be approached by online brand community, socialiser that can be lured by utilising their purchasing data history to create personalised offering, assured achiever that can be reached through educating the market, and community traditionalist that can be approached using a pricing strategy.